Corporate brand image design strategy

Corporate Brand Image Design Strategy

Design strategy plays a very important role in the establishment of the brand image of the enterprise, the enterprise only to develop in line with the laws of the market and the direction of the design strategy in the product design and to seize the user's needs, the enterprise can be developed to shape a good brand image. The following is my J.L for you to share about the enterprise brand image design strategy of the paper sample.

Abstract: Design strategy in the formation and development of corporate brand image is crucial, only accurately grasp the user needs and market trends, to develop a reasonable design strategy, in order to design products to meet the user's needs, shape a good corporate brand image. The article analyzes the important role of design strategy in corporate brand image through specific cases, and researches the formulation of design strategy in the context of the new era.

Keywords: design strategy; brand image; corporate culture

0 Introduction

Corporate branding in today's society is playing an increasingly important role in the market, and only by establishing a good brand image, the enterprise can grab more market share in the market competition, and the corporate Design strategy determines the direction of development of the enterprise, the direction of development of the enterprise affects the culture of the enterprise, and then form the unique core values of the enterprise. The brand image is the embodiment of the core values of the company, which can be very straightforward and simple to convey the company's image and information to the people.

1 design strategy and brand image

The establishment of a good brand image can not be separated from the development of corporate design strategy, as a company in the beginning of the establishment of the company should have a good image and quality, have a clear and perfect ideals and goals. Enterprise management should develop a reasonable design strategy, that is, to determine the direction of development of the enterprise, the continuation of the image of the enterprise, to determine the objectives of the enterprise, and in the enterprise internal publicity and implementation. The development of enterprise design strategy is also to determine the development direction of enterprise product design and design to meet the needs of those users, design is not only a tool for the enterprise to promote products, design is also the key to shaping the brand image of the enterprise, which can convey the enterprise's cultural spirit and external image. Users mainly through the product to indirectly understand the enterprise, the product is the bridge between the user and the enterprise, the user's needs to determine the direction of product design, which in turn affects the development of design strategy. Product design can not only play its commercial function, to achieve market share, the purpose of the market effect, the product contains a relatively deep cultural qualities, for the gradual establishment of a positive visual image of the enterprise. Good brand image of the enterprise design products in the market by the popularity of the higher degree of recognition, such as the United States, Gree's products. Overall it is through the design to build the brand, the brand to enhance the design, the two interact with each other and influence each other. In the process of developing design strategies, companies need to pay attention to the user and the market direction, according to the direction of development of the market and to seize the user's psychological needs to develop long-term development goals, to develop the appropriate design strategy, to determine the market objectives, to develop the enterprise 's development direction.

2 Ikea to determine the brand image through a rational design strategy

Ikea was established at the beginning of the company? To create a better daily life for most people? The design strategy is to design well-processed, functional and inexpensive home furnishings for white-collar workers, and this has continued since the company's inception, which has led to a deeper brand image for IKEA. IKEA's market positioning varies from country to country. For example, in developed countries such as Europe and the United States, IKEA positions itself as a provider of home furnishings for the general public. In developing countries such as China, IKEA is positioned as a provider of home furnishings for the general public. White-collar workers who want to buy high-end goods but cannot afford to pay high prices. The accurate positioning of the market, for which it has gained a large enough market share, and at the same time through the design of a series of design strategy for customers to choose, enough products and product updates to meet the needs of users on a regular basis. Ikea has captured the psychological needs of the public and opened up a new market, both products and services are aimed at the public, creating a new service model. Ikea's design strategy is to create low prices by working with customers to pick up, assemble, transport, and hands-on installation of products by customers, allowing them to be involved so that the product can save most of the cost, while allowing them to be involved to satisfy their sense of participation. In terms of quality, through minimalist design and attention to nature, IKEA strives to be the best, so that users can rest assured that the quality and price of the product, to protect the rights and interests of users. In terms of design, IKEA does mass design according to the public demand, in order to ensure product quality and cost, through the consideration of the user, IKEA has shaped a good brand image, forming IKEA's unique design culture and strategy, and become a well known brand. 2012 IKEA brand value of 9 billion euros, slightly more than 11 billion U.S. dollars. And the total market value of 6 brands Anta, Li Ning, Tebu, 361, kappa, and Pico was 33 billion dollars in 2012, by comparison, we can see that IKEA's brand has a huge value in the enterprise and society. Ikea according to the user and the market to develop a good design strategy, strict control of the product, the formation of a unique corporate culture and brand image, and at the same time shows that the enterprise design culture and design strategy is closely related to the enterprise brand depends on the design strategy in order to develop.

3 Opal Furniture through the design strategy to establish its own brand

Opal Furniture was founded by Zhu Xiaojie in 1994, but the establishment of its brand is not smooth sailing, before 2003, the domestic furniture market competition is very strong, completely with the price to compete and rely on copying foreign products to win the market. With the increase in the number of furniture companies, furniture profit margins decline, furniture companies in a difficult development. Many furniture enterprises in China are also trying to do innovative design, but the enterprises think that the investment in design is too high, and they are not willing to invest too much money in design to support the innovative design of enterprises. Before 2003, Opal expanded its brand image through stores, with more than 60 stores across the country, but in 2003, Zhu Xiaojie analyzed the market trend by predicting the future development of the discovery of more than 60 stores across the country to collect all the stores, and reformulate a new design strategy, that is, to take the road of design combining Chinese tradition and modernity, and to restart researching the products to build their own brands. In such an environment, through understanding the market, looking for new design direction of the product, creating a new design direction of furniture products in the market, and formulating a new design strategy to promote the development of the enterprise. After the change of design strategy, Opal avoided the price war, by changing the design strategy, shaping a new corporate image, the enterprise did not become a member of the many ordinary furniture companies. 2005, after two years of development, Opal's stores reopened in some of the country's major cities, the enterprise gradually improve all aspects of the management and strategy, to rebuild its own brand image, and in the market The company has achieved a good response and benefits in the market. Brand image shaping is mainly attributed to the design strategy correctly formulated, Opal Furniture with a unique Chinese traditional cultural charm of personality and fashionable furniture design, in 2009 Cologne International Furniture Fair in Germany and 2010 Shanghai World Expo attracted the attention of the industry at home and abroad, for the Chinese designers to win the respect of the Chinese designers, but also to let people recognize Opal Furniture brand, at the same time it is the proof of the transformation of China's design from manufacturing like creation, but also At the same time, it also proves that China has changed from manufacturing to creating, and impresses the western design industry with Chinese design. Opal's design strategy is to build Opal's brand image through original design, maintaining a modest attitude in design, focusing on the inheritance of traditional culture in design, integrating ancient philosophical ideas into design, making designs to meet users' psychological needs according to users' demands, and making full use of the characteristics of the material to show the beauty of the material. In furniture design, Opal through the careful study of ebony material, the characteristics of the ebony material to play to the extreme, and will be integrated into the life, the design of people like furniture.

4 Da Vinci furniture in the design strategy failure

With IKEA, Opal brand is the opposite of Da Vinci furniture, due to the enterprise did not develop a corresponding design strategy, simply through the means of sales, to achieve the purpose of marketing. Da Vinci furniture in previous years can be said to be the more influential domestic furniture high-end brands, known as expensive, and sought after by high-end users. But its creation to demise, da Vinci furniture brand from the development of the peak, and then to the rapid decline, the root cause is because the enterprise did not develop the appropriate design strategy, not the production and processing of furniture for effective production management, substandard, will be the corporate brand ruined. Leonardo da Vinci furniture at the beginning of the establishment of the high-end market is very red-hot, brand influence is relatively large, mainly through the import of Italian furniture for sale, welcomed by the high-end crowd, but with the pursuit of maximizing profits, Leonardo da Vinci furniture commissioned by domestic factories to use the lesser synthetic boards instead of solid wood panels for the processing and production of furniture, and then by the exposure of the CCTV, Leonardo da Vinci furniture caught in the cost of the storm, the enterprise was due to the counterfeiting was Industry and Commerce Bureau penalized, the enterprise brand is ruined. Da Vinci furniture does not have its own design, just copy the Italian design, simply by catering to consumers to pursue the interests of the neglect of the role of design in the brand image, ultimately leading to the end of the brand. From da Vinci furniture can be seen, enterprises only to develop a good design strategy, focus on user needs, through strict design management for product design and production, good brand management, in order to create a good brand image and has been to continue.

5 The shaping of corporate brand image in the context of the new era

From the point of view of China's current development situation, the traditional manufacturing industry has reached a bottleneck, the traditional manufacturing industry's profit margins are very low, and the only way to achieve this is to focus on product design through the supply-side structural reform, the design of the product design process, design management, and product design management throughout the entire development of the product. The process of product production, design, logistics, sales, after-sales service and other aspects of product design for effective management, focusing on the user experience, the development of appropriate design strategies, in order to shape the development of the times in line with the development of the corporate brand image. At present, with the rise of the Internet shopping platform, resulting in significant changes in the domestic environment, furniture companies are facing an important crisis, many companies because of people's consumer attitudes to change basically, resulting in a sharp decrease in orders, companies have to downsize, and even more face the closure of the crisis, and year by year is a growing trend. Traditional furniture stores due to the previous real estate dividend expansion, the market is gradually saturated, so that the store competition is particularly fierce, in such a grueling? Red Sea? Competition, some furniture companies through cooperation with the Internet large-scale trading platforms to develop a furniture e-commerce sales model, such as Lin's Wood 2015 Double Eleven sales totaled 510 million yuan, an increase of more than 50% over last year. Lin's Wood can quickly develop in the highly competitive market, is its design strategy by developing to adapt to the development of the Internet platform, the traditional production, design, operation and modern logistics and other aspects of resource integration, through the creation of the ? Internet + manufacturing? The new model, scattered in various regions of Foshan furniture enterprises in an orderly organization, the business focus on furniture product design, product standards, modern logistics, after-sales service, etc., through the systematic design management to design furniture products to meet people's needs. In the context of the Internet, the furniture market space is very huge, but also worthy of in-depth study, the demand for China's furniture market is gradually to the trend of youth, network development, ? Internet +? This mode of consumption is also easier for the younger generation to accept, to shape a new brand image, through the development of appropriate design strategy to furniture products for design and development has become very important.

6 Conclusion

Design strategy plays a very important role in the establishment of the enterprise's brand image, the enterprise only to develop in line with the laws of the market and the direction of the design strategy in the design of the product and to seize the user's needs, the enterprise can be developed, shaping a good brand image. Whether entrepreneurs or designers, should focus on the development of enterprise design, market as the goal, user-oriented, seize the market and user demand dynamics, design products to meet user needs, develop long-term design strategy and short-term design strategy to reflect the core values of enterprises, shaping the corporate brand image.

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